Nationwide Insurance: Human Rights Campaign Turnaround

This case study describes a campaign by Nationwide Insurance, an auto insurance company in the US, which targeted the Human Rights Campaign (HRC), a group that campaigns for lesbian, gay bisexual and transgender (LGBT) rights.

Nationwide Insurance: HRC Turnaround

Wilde Agency

Entry Information

Country where program ran: USAProgram start date: 08/01/12Program end date: 09/30/12Advertiser/Client Name: Nationwide InsuranceProduct/Service Description: Nationwide sells auto insurance through AFFINITY groups (college alumni associations, professional associations, cause-related groups, etc.). They offer a small discount to members of the group, however even with that discount, they are NOT a low-priced provider.Category: Insurance (IS)

Strategy

Business problem

The Human Rights Campaign (HRC) is a group of GAY, lesbian, bisexual and transgendered (GLBT) people and their supporters. Among all the affinity groups Nationwide...

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